As with Hachette, the Warner Bros move is just a flexing of Amazon's negotiation muscles. Amazon is completely in their right to do this, but has stayed distinctly more quiet on this front. They have not replied to The Wire's request for comment, nor to CNN Money or The New York Times. They were quite clear with Hachette, that book buyers are free to go elsewhere.

Perhaps Amazon is staking their claim on this powerful negotiation tactic, or perhaps they have been doing this for years, and consumers are just now more alert.

Still, as with Hachette preorders, once that Lego Movie hits the e-shelves for $0.99 less than the competitor, you might find yourself more loyal to your wallet than an online retailer that doesn't have harsh negotiation tactics.